Assignment 20A - Growing Your Social Capital

Domain Expert

1. Who they are and what their background is.
1. Damien, area coordinator for the Continuum
2. How this person is a domain expert: 
1. He coordinates housing with the Continuum on behalf of UF. The Continuum is currently the only UF housing affiliate that is off campus. This is what I am looking to build on.
3. A description of how you found the person and contacted the person. 
1. I found this person through the UF housing website and emailed him at the email provided. 
4. The nature of the exchange you have with the person -- what favor did they do for you? What is the return expectation? 
1. He listened to my service idea and answered any questions I had about the logistics of the Continuum’s affiliation with UF. He seemed very excited to talk about his job. 
5. How will including this person in your network enhance your ability to exploit an opportunity? 
1. Including them in my network would enhance my ability to follow-through with my idea in terms of logistics. For instance, they can help me figure out how to get started, who to speak to, etc.

Market Expert

1. Who they are and what their background is.
1. Matthieu is a fifth-year UF student, who will be graduating this December. 
2. How this person is a market expert: 
1. This person is a market expert because they are graduating this December and have been through the process of searching for flexible leases. 
3. A description of how you found the person and contacted the person. 
1. This is one of my friends so I just texted him. 
4. The nature of the exchange you have with the person -- what favor did they do for you? What is the return expectation? 
1. The encounter was casual. I told him that I will most likely end up only needing a lease for a semester during my senior year, so I was curious as to processes he went through/complexes he looked at. 
5. How will including this person in your network enhance your ability to exploit an opportunity
1. He is a great representation of the opportunity I am trying to exploit. Since he has been through a flexible lease search, he represents the market with the unmet need and exhibits the extent to which a prototypical customer is interested in my proposed service.

Industry Supplier

1. Who they are and what their background is
1. Stacey is a manager for one of American Campus Communities’ properties.
2. How this person is an industry supplier:
1. She is an industry supplier because she is a manager of an apartment complex. She said she is always looking for ways to improve the living experience and would be open to hearing my idea. Stacey added that American Campus Communities is focused on providing comfort to their residents, and that is typically why they try to remain close to college campuses and out-price its competitors.
3. A description of how you found the person and contacted the person.
1. I work in the leasing office, so this is my manager.
4. The nature of the exchange you have with the person -- what favor did they do for you? What is the return expectation? 
1. Since I work in the leasing office, Stacey always wants to hear my ideas. I gave her my pitch and she seemed interested, but is worried about the feasibility and the profit margin of such an idea.
5. How will including this person in your network enhance your ability to exploit an opportunity
1. Once I get my service up and running, I think it would be smart to start with this apartment complex. It has a mission that is designed to provide comfortable living for its residents and the complex is close to campus, which is one of the things that students look for when applying for UF off-campus housing.

Reflection

• Targeted marketing is difficult, but I think it is extremely beneficial. It helped me work out some the logistics and allows people in your market or industry voice their comments on the service and its feasibility. For instance, the industry supplier mentioned that my service is definitely ideal but it might be hard to get apartment complexes on board if they aren’t seeing a profit. Additionally, targeted marketing can be difficult because some people you reach out to may not be cooperative. I was lucky to not have experienced this!